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The word “maximum” is the clue. LinkedIn charges as much as it possibly can if you stick with the default bidding strategy. Ninety percent of the time, maximum delivery is the most expensive way to pay for traffic.

Don’t trust LinkedIn’s bid recommendations. Let’s say you choose manual bidding and see a suggested bid of $19. But the recommendations also say your competitors and others are paying between $25 and $90 per click. If your competitors are actually bidding that much for traffic, they’re clueless. This is LinkedIn trying to get you to pay too much for your traffic.

Let’s say you launch a campaign with a bid of $7, and you want to spend about $100 per day. Set your daily budget to something higher than $100, like $200. After two to four business days, you see only $40 of your daily budget was spent. Increase the bid to $8, and that consumes $60 of your daily budget. Keep upping your bids until you hit the $100 you want to spend each day.

"You are not bidding aggressively enough, so you are scraping the bottom of the barrel for your prospects," your LinkedIn sales person will say after reviewing your offers.

However, research conducted by my organization has shown that advice is blatantly false. You never hit the bottom of the barrel when you set the targets properly. Everyone fits that target market, and even at cheap bids, you get great quality.

Verify your click-through rates before placing your bid. There is a problem if the click-through rate is lower than the standard of 0.45%. You are not speaking to them the way they want to be addressed. Therefore, put the campaign on hold and come up with a another idea.

Bid higher to increase traffic or bid down to reduce costs if the click-through rate is between 0.5% and 1%. Bid through the maximum delivery option if your CTR is greater than 1%.

If you target by skill or group, realize many people who sell to your audience also have the same skills and join the same groups.

Unless you explicitly want to target someone in sales or marketing, I recommend excluding anyone in sales, marketing, or business development by default.

If you're selling to small and medium-sized businesses, think about this: In testing various targeting approaches and analysing the resulting audience numbers, I discovered that roughly half of LinkedIn members are not connected to a Company Page. As a result, LinkedIn cannot determine the size of the organisation where they work.

Instead of targeting businesses with one to 50 employees, do the opposite. Exclude anyone from companies with 51 or more employees.

I find that seniority works much better than age or years of experience. LinkedIn calculates seniority based on job title, industry, and other details.

A vice president has purchasing power. You don't have to be concerned about their years of experience or age; data is gathered from the date of their first reported position. LinkedIn sees that date as when the person was 22 or 23. However, because many people eliminate their initial occupations, this method of estimating age is inaccurate.

If you need to target specific ages, advertise on Meta.

LinkedIn may have been late to the retargeting game, but it continues to provide new choices. Some functionalities now rival (or even outperform) what Meta can provide. Consider the following opportunities:

Website retargeting LinkedIn did not offer website retargeting until about 2017. It isn't as good as Meta or Google's, but it's quite adequate .

LinkedIn did not offer website retargeting until about 2017. It isn't as good as Meta or Google's, but it's quite adequate .

LinkedIn excels at retargeting users based on engagement. You may retarget anyone who:

Triggered or submitted a lead form.

Watched at least 25% of a video advertisement.

Visited the Company Page.

Engaged with or clicked on a single picture advertisement.

I clicked "attend" for an event.

Engaged with a Document Ad.

And all of these retargeting choices operate in reverse. In other words, LinkedIn tracks who views your Company Page even if you don't have retargeting enabled. When you set up retargeting based on Company Page visitors, you can target those who have visited it within the last 90 days, for example.